恒安纸业营销策略研究摘要随着我国经济的不断发展，人民生活水平和健康意识不断提高，生活用纸越来越成为我们日常生活中不可缺少的一部分，这为生活用纸行业带来了难得的发展机遇。而生活用纸行业是一个完全竞争的市场，行业集中度相对较低，进入壁垒较低，企业要想在激烈的市场竞争者站稳脚跟并实现发展，需要采取合理的营销策略，本文以生活用纸行业的标杆性企业恒安纸业为研究对象，对其营销组合策略进行了多角度、全方位的深入分析，研究帮助其取得成功的市场营销策略，对于生活用纸行业的企业和其他快速消费品行业的企业具有一定的参考价值。关键词：恒安纸业市场营销营销策略AbstractWiththecontinuousdevelopmentofChina'seconomy,people'slivingstandardsandincreasingawarenessofhealth,lifepaperhasincreasinglybecomeanindispensablepartofourdailylife,whichhasbroughtarareopportunityforthedevelopmentofpaperindustry.Livingpaperindustryisafullycompetitivemarket,industryconcentrationisrelativelylow,lowbarrierstoentry,companieswanttogainafirmfootholdinthefiercemarketcompetitionanddevelopment,needtoadoptthereasonablemarketingstrategy,basedonthebenchmarkofcorporatelifeHengpaperpaperindustryastheresearchobject,in-depthanalysisofthethemarketingstrategiesofmultiangle,afullrangeofresearch,makeasuccessfulmarketingstrategy,hascertainreferencevalueforlivingpaperindustryenterprisesandotherFMCGenterprises.Keywords:Hengpaper;marketing;marketingstrategy目录摘要.............................................................................................1Abstract.....................................................................................11营销策略的相关理论..............................................................31.1营销策略的概念.............................................................31.2营销组合策略.................................................................31.2.1营销组合策略的演进............................................31.2.2营销组合策略分析................................................42恒安纸业营销策略分析..........................................................42.1恒安纸业与产品的简介.................................................42.1.1恒安纸业的简介....................................................42.1.2恒安纸业产品的简介............................................52.1.3恒安纸业产品产业链的构成................................52.2恒安纸业营销环境分析.................................................52.2.1恒安纸业的宏观营销环境分析............................52.2.2恒安纸业的微观营销环境分析............................62.2.3恒安纸业的SWOT分析..........................................82.3恒安纸业营销组合策略分析.......................................102.3.1产品策略..............................................................102.3.2价格策略..............................................................122.3.3渠道策略..............................................................132.3.4促销策略..............................................................133恒安纸业营销存在的问题分析......................................143.1产品品种过杂...............................................................143.2物流成本较高...............................................................143.3销售网络有待完善.......................................................143.4品牌意识有待加强.......................................................144对恒安纸业营销策略的建议................................................144.1...
